Saving the Mother Earth

It is true to say that we live on a planet that is undergoing rapid changes due to the increases in population and industrial development. It is easy to feel environmental concerns, but they must be taken into account when considering our future.

It is now a proven fact that since the industrial revolution the amount of carbon dioxide in the atmosphere has increased significantly. As levels of this gas and other greenhouse gases also recently building up effect the way heat is distributed, it is predicted that there will be an increase in global temperature. It is certain that global population growth will continue for some considerable time to come. A larger global population will put expanding demands on global resources of food, water and energy and will accelerate climate and environmental deterioration.

The level of air pollution in Pakistan's two largest cities, Karachi and Lahore, is estimated to be 20 times higher than World Health Organization standards, and continuing to rise. The situation is depressing by reason of futile preparation and inept execution. Good and not so good regulations have never been enforced forcefully. In addition, enforcement does not imply effectiveness, and even if regulations were strictly enforced, many industries would be unable to comply. In 1996, only 3% of industries were able to pass the test for compliance.

For lacking combined effluent treatment facility, the wastewater is being allowed to flow into the nearest streams and causing pollution. The sub-soil waters of textile centers are highly saline and as such are unsuitable for producing high quality finished textile products. The saline or brackish sub-soil water is unfit for human consumption and also unsuitable for most of the industrial uses.

Air pollution has also become a major problem in most cities. There are no controls on vehicular emissions, which account for 90 percent of pollutants. The average Pakistani vehicle emits twenty-five times as much carbon monoxide, twenty times as many hydrocarbons, and more than three and one-half times as much nitrous oxide in grams per kilometer as the average vehicle in the United States.

Pakistan’s Perspective Plan (1988-2003) and previous five-year plans do not mention sustainable development strategies. There have also been no overarching policies focused on sustainable development and conservation. All our programs focus on reaching self-reliance in food production, meeting energy demands, and containing the high rate of population growth. Sorry to say, no priority has been accorded for curtailing pollution or other environmental hazards.

Consequently, deforestation has contributed directly to the severity of the flooding problem faced by the nation in the early 1990s. No solution has been found for the solid and liquid excreta that are the major source of water pollution in the country and the cause of widespread waterborne diseases. Because only just over half of urban residents have access to sanitation, the remaining urban excreta continue to be deposited in farms or on roadsides, into waterways, or incorporated into solid waste. Thus the vegetables grown from such wastewater have serious bacteriological contamination. Gastroenteritis, widely considered in medical circles to be the leading cause of death in Pakistan, is transmitted through waterborne pollutants.

Transportation contributes to four of the six criteria pollutants: ozone, carbon monoxide, particulate matter, and nitrogen dioxide. Pakistan’s transportation planning (if it all there is any) must take into account the impacts on both the natural and human environments. Transportation projects should closely see how they might impact the community, the natural environment, and our health and welfare.

In crowded streets filled with buses, trucks, automobiles, and motorcycles, often honk senselessly. Traffic noise should be reduced through a program of shared responsibility. Thus, provincial and local governments should practice compatible land use planning and control in the vicinity of roads. Local governments should use their power to regulate land development in such a way that noise-sensitive land uses are either prohibited from being located adjacent to a road, or that the developments are planned, designed, and constructed in such a way that noise impacts are minimized.

The EPA should also promote bicycle and pedestrian transportation accessibility, use, and safety. A long-range plan is needed to provide the development and integrated management and operation of transportation systems and facilities, including pedestrian walkways and bicycle transportation facilities.

Protecting public health, as well as preserving Pakistan's natural wonders, has made environmental protection increasingly important. Environmental issues attach more significance because under provisions of a World Trade Organization (WTO) agreement, Pakistan will have difficulty after 2005 exporting products from industries without adequate environmental safeguards.

Because Pakistan, along with other developing countries, has argued that it needs to be free of emission ceilings in order to develop its economy, the country has not taken on any emission reduction commitments under the United Nations Framework Convention on Climate Change, nor is Pakistan a signatory to the Kyoto Protocol.

There are many things we can do to help reduce damage to our local, and therefore global, environment. An obvious one is attempting to reduce unnecessary consumption of products and power. Good insulation, lower heating thermostat settings, turning off appliances, solar heating and so on, as well as sensible use of water could be considered. Care can be taken to try to purchase goods which use less packaging waste and if possible less transportation. Where meat eaters should of course be concerned about animal welfare, vegetarians should be careful about the total amount of energy used in the production and transport of their food, which in some cases can threaten the effective environmental benefit of such a lifestyle.

The only course of action for us must surely be to make our individual effort to care for our world and encourage others, especially the young, to do the same. By working together at a local, national and international level it should be possible for our Mother-earth to have a viable future. www.asifjmir.com Organizational Transformation

Fate and Divinity - Islamic perspective

Out and out, fate is for those too weak to determine their own destiny. I have many reasons to believe that we create our fate every day, and every moment we live. Thus and so, each man is the architect of his own fate.

Fate comes down on those who do nothing but curse their fate. In point of fact, it utterly leads the willing, and drags along the reluctant. Implicitly and explicitly, such are the people who live and die with their music still unplayed. They never dare to try.

Just the same, those who have the power to push back the tides of consequential forces, can actually change their fate. And those who can’t are the people who ought to change their attitude. This implies that there is no fate but our decisions that make or unmake it.

Fate is just a fancy way of saying luck. Once a fortune teller told Hitler that he had no lines in his hand to show bright prospects and hence a bad fate ahead. He took a knife, incised a line on his palm and said, ‘That’s upto me how I draw my fate.” By the way, Hitler was a leader who was a victim of fate owing to wrong decision.

And never forget that winners refuse to believe in fate and losers use it as an excuse. To change your fate, you must first change yourself, as it is you who created your fate.

Some believe that one's fate may be ascertained by divination. That’s true in Islam and Allah is referred to as the Divinity. Among Muslims, there is a sphere in which human beings are perfectly free to choose between moral options. Here people have a freedom to choose good or bad options. A person has complete control in this sphere over his intentions. Even here, although he has the perfect freedom to choose, he is not free to carry out these intentions.

Man is thus partly free and partly subject to deterministic forces. He will nevertheless be held accountable for acts that he intended to do out of his free will. He can make his own fate. He has been shown both the paths, of virtue and vice, of truth and falsehood. He has been given complete freedom of choice between the two. He needs to exercise this freedom responsibly.

The belief that everything which happened, and will happen is according to the knowledge, will and command of Allah is called Taqdeer. Belief in Taqdeer is obligatory. Strong belief in Taqdeer will indicate that Allah’s wish is in this occurrence and it cannot be opposed. And Taqdeer happens to be the synonym of destiny and has nothing to do with fate.

Allah states in Surah Aal-e-Imran: “(After you have consulted) and when you have firmly decided, then have trust on Allah (and proceed to do what you have decided to do). Verily, Allah loves those who place reliance (on Him).”

In a hadith compiled by Tirimizi, Jabbir (Radi Allah anhu) narrates that Muhammad (sallallahu alayhi wasallam) said: “You can never be a Mu’min as long as you do not believe in Taqdeer in its good and its bad to such an extent that whatever is to happen will not be warded off and whatever is not to happen will not occur.

Nonetheless, in keeping with social precepts, Man is free to choose his actions but must bear the natural consequences of them. The laws governing the physical as well as the human social universe are unchanging and constant. Whosoever follows the Divine Law, even if to a very small extent, and does noble deeds will see pleasant results. As in Chapter 99, Verse 7-8 of the Holy Qur’an, Allah says “And whosoever goes against the law, even if to a very small extent, would get appropriate punishment.”

Through and through, the end of the matter is an abstract expression: destiny and not fate is the verdict of divinity. Asif J. Mir Organizational Transformation

Seeking new Pastures in Education

The state of education in Pakistan is depressing. Today we cannot compete even with third-rate countries in standard indicators of academic achievement. Weak curricula and discipline have guaranteed educational failure for tens of millions of our children. The nation should therefore look to itself and conclude that something must be done.

We are perhaps after increasing the number of educational institutions and ignoring the future of education, which is about the demise of the classroom-based teacher, and an information technology lead revolution in schools, colleges and universities.

For meeting our future economic needs, we must not lose sight of the fact that education is a process, not a commodity. It benefits the individual, and society as a whole, in all sorts of ways that are not necessarily quantifiable in terms of our national balance sheet.

Developed societies use teachers not as objects, but engines of education reform. Contrarily, our policymakers use them not as engines but tail cabins. Thus teachers are not involved in policy process for education. We need to see teachers as custodians of intellectual and cultural tradition, not servants of a government mission.

The report of the Pakistan Task Force on Improvement of Higher Education estimates that 18 million people are in the age between 17 to 23 years, eligible for tertiary education. Out of them, only 475,000 (or about 2.6%) are actually enrolled in higher education institutions. This proportion is among the lowest in the world: India (in 1990) had a tertiary enrolment ratio of 6.2%, while Iran (in 1994) had 12.7%. This is pathetic. It asks for direction and relevancy of higher education research.

Higher education in Turkey is worth talking about. The average annual growth rate of students in higher education in Turkey during the period 1980-85 was one of the highest in the world: 14.1% as compared to 7.8%in Canada, 5.0% in the UK, 1.4% in Italy, 0.2% in the US, -0.2% in Hungary, and -5.3% in Poland. The number of students enrolled in engineering is high: 18.33 %of the total enrollment as compared to 8.20 %in Italy, 7.90 %in Austria, and 3.29 %in France. In the area of higher education, can we seek some route from Turkey’s experience?

People need more education than ever before, and distance learning—connecting cable and classroom—offers a way to meet that need. Internet delivers course material to homes or offices. Discussions, assignments and exams are being done online. Some of these are courses offered by traditional universities, of which the University of Phoenix is the largest, some by accredited virtual universities with no on-campus instruction and some by unaccredited institutions. For many students, however, especially those with full-time jobs or those far from campuses, the savings in commuting and the flexibility to make their own schedules make the total cost less than that of alternatives.

The concept of virtual university is not a bad idea, which Pakistan must adopt at a large scale. It can distribute cheap Internet access and classroom content to modular learning kiosks in several thousand villages. Distributing several thousand simple, mass-produced kiosks might be less expensive than creating even one old-style university campus.

Pakistan has recently allocated resources greater than ever before. Nonetheless, it didn’t fully utilize even what paltry had been allocated earlier. Owing to intricate bureaucratic labyrinth drawing money is like pulling teeth. Consequently, the trend of spending in Pakistan is far less than the allocated money in all eight plans. There are around twenty-two steps to draw the allocated money. For survival in the new world, Pakistan has got to adopt new ways of governance.

South Korea offers an interesting paradigm in modern history. Most observers agree that it's spectacular progress in modernization and economic growth since the Korean War is largely attributed to the willingness of individuals to invest a large amount of resources in education.

Korea's liberation from Japan marked a turning point in the history of education. As the country underwent a transition from totalitarian rule to democracy, a primary concern was to provide everybody with equal educational opportunities. The period from 1945 to 1970 witnessed a dramatic expansion of education. In spite of the widespread destruction and economic suffering brought about by the Korean War (1950-1953), Korea succeeded in virtually eliminating illiteracy. Such a rapid expansion was naturally accompanied by problems, the most serious being deterioration in the quality of education. As the 1960s drew to a close, Korea's educators turned their attention to these problems and several projects were launched to improve the curricula and the methods of instruction

Although only primary school was compulsory in Korea, proportion of age-groups of children and young people enrolled in primary, secondary, and tertiary level schools were equivalent to those found in industrialized countries, including Japan. The percentage of students going on to optional middle school the same year was more than 99 percent. Approximately 34 percent, one of the world's highest rates of secondary-school graduates attended institutions of higher education in 1987, a rate similar to Japan's (about 30 percent) and exceeding Britain's (20 percent). The number of students in higher education had risen from 100,000 in 1960 to 1.3 million in 1987, and the proportion of college-age students in higher education institutions was second only to the United States.

Can Pakistan learn from the South Korean experience that explains the important role of education in its evolution from one of the world's poorest countries 50 years ago eating dogs to fuel the stomach, into a major economic success today?

A serious look at the state of the world raises a question regarding the thought process of Pakistan’s decision makers. Years of traditional education are no guarantee of a mature intellect. Entrenched mentalities need to change or institutions will continue to play the same old games and repeat the same old tunes. Schools of the future have an opportunity and responsibility to change the tune. Asif J. Mir Organizational Transformation

The Disquieted Consumers

Pakistan is perhaps the exceptional country with absolute disregard for consumer rights and where all and sundry manipulate consumers including street vendors to monopolistic utility providers, doctors and even the government hospitals.

Unlike other developing countries where consumer rights are protected Pakistan is the lone country where they continue to go on unrecognized even in the Constitution.

The other day in a family occasion the chitchat transformed into a serious talk on the medical malpractices being followed equally by government and private hospitals as a heavenly overt act.

Mr. Mushtaq is a familiar name in our civil society for he runs an NGO, Insan Foundation. He went to Shaikh Zayed Hospital to donate blood to his bedridden friend. The compulsive test revealed Hepatitis positive. Naturally this disclosure sounded to him as it were a death knell. He spent many odd hours in preparing himself to die out. He consumed quiescent somber nights begging to Supreme Being for mercy. He even elucidated his wet-eyed missus how to manage family and business affairs after his probable crack of doom.

Some friend suggested to him to undergo alternative tests from other labs. Acting on these pious advices, he went to all other renowned labs. They declared negative. When he contacted Shaikh Zayed Hospital, the people concerned took it as a routine matter, as if nothing had happened. Mushtaq is now taking legal words of wisdom from his lawyers for further course of action. Although this was a spine-chilling story for me, I was made to understand that each patient visiting any hospital, government or private, has more bloodcurdling scenarios.

My friendly word in Mushtaq’s ear is not to follow any legal suit. He will thus undergo not nice experience either. For the Constitution of Pakistan does not protect the rights of the consumer, the case will be run under civil procedure and hence linger on infinitely.

Consumerism, and the mass culture that accompanies it, is a necessary evil of our society. All societies require some structuring principle to prevent unrestrained competition, malpractice and abuse of consumer rights. Pakistan seems unconcerned.

Consumption is the process by which goods and services are, at last, put to final use by people. Consumption is at the end of the line of economic activities that starts with an evaluation of available resources and proceeds through production of goods and services and distribution of goods and services (or the means to acquire them) among people and groups. At last, the goods and services come into use. The effect of this consumption, including depletion of resources and generation of waste as well as enhancement of human survival and flourishing, determines the resource base for the next round of economic activity.

The belief that consumer satisfaction is the ultimate economic goal and that the economy is fundamentally ruled by consumer desires is called consumer sovereignty.

There are, indeed, two quite different answers to the question of why consumers are important in economics. One is the traditional assumption, that final consumption is the ultimate purpose of all economic activity; production and distribution exist solely to increase the well being of consumers. In this view, consumers are the justification for economic activity and therefore for economic theory as well.

The other answer is that consumers keep the economy going by generating demand for goods and services. Without this demand, the supply side of the economy would expire: How long can producers keep producing if no one buys their goods? From this perspective, consumers as a source of demand are central to the mechanism that makes the economic system run.

Regarding the justification argument for consumer sovereignty, it should be remembered that although the end products of production derive their value solely from their contribution to the well-being of society and of individual consumers, the process of production is valuable for other reasons as well. People are more than just consumers. Consumption activities most directly address living standard (or lifestyle) goals, which have to do with satisfying basic needs and getting pleasure through the use of goods and services.

Regarding the view that consumer sovereignty is the fundamental mechanism that guides economies, we need to recall that consumers—as members of complex larger organizations including families, communities, corporations, and nations—are subject to many influences from social institutions. The idea of a “sovereign consumer” implies someone who independently makes decisions. But what if those decisions are—instead of being independent—heavily influenced by community norms and aggressive marketing by businesses? Who “rules” then? When we look at an economy from this perspective, we can see that consumer behavior is often cultivated as a means to the ends of producers, rather than the other way around. Asif J. Mir Organizational Transformation

The Demographic Trap

As we approach the future, new demographic criteria are needed. The world is dividing largely into countries where population growth is slow or nonexistent and where living conditions are improving and those where population growth is rapid and living conditions are deteriorating or in imminent danger of doing so. Pakistan is in second group in its sixth decade of rapid population growth. Not only has it failed to complete the demographic transition, but the deteriorating relationship between people and ecological support systems is lowering living standards.

Pakistan’s population now just around 160 million is projected to reach 330 million before it stops growing toward the middle of this century. It is more than double before stabilizing. This means combination of soil erosion and ill-conceived agricultural policies will lead to poverty increase. Population projections in Pakistan where life support systems are already trifling can only be described as projections of disaster.

The wide variations in projected population growth suggest that a demographically divided world is likely to become more deeply divided along economic lines as well. Unless this relationship between rapidly multiplying populations and their life-support systems can be stabilized, development policies, however imaginative, are likely to fail.

Throughout most of human history, the general increase in human numbers was accompanied by a slow expansion of the cropland area. As populations grew, land pressures built, the landless migrated to big cities. This is the cause of urbanization in Karachi, Lahore and other big cities. The cropland area might have grown but not nearly as fast as population. Thus the result is growing rural landlessness—lack of access to land either through ownership or tenancy. Though fueled by population growth, rural landlessness is exacerbated by the concentration of land ownership.

The growth in landlessness can be curbed or even reversed by initiating land reform. To check the growth in landlessness is to slow population growth through effective family planning. Land reform can reduce landlessness in the short run, but in the long run only population stabilization will work.

Numerous linkages exist between population growth and conflict, both within and among societies. Conflict arises when growing populations compete for a static or shrinking resource base. Inequitable distribution of resources—whether of income, land or water—complicates the relationship. Increased competition and conflict fray the social fabric that helps maintain social harmony.

For Pakistan, the global economic slowdown has come just as record numbers of young people are entering the job market. The specter of growing numbers of restless unemployed youngsters in the street does not convey an image of social tranquility. Unemployed youths roaming the streets of Pakistan where half the population under 18 years of age, with no prospect of job formation, hungry, and looking to irregular leaders to lead them in new and as yet unpredictable movements—there is little question that even more political explosions are on the immediate horizon.

In Pakistan the demographic trap is becoming the grim alternative to completing the demographic transition. The high fertility, low mortality stage cannot continue for long. By now Pakistan should have put together a combination of economic policies and family planning programs that reduce birth rates and sustain gains in living standards. If it failed further, continuing rapid population growth eventually overwhelm natural support systems, and environmental deterioration starts to reduce per capita food production and income.

Pakistan perhaps does not know when it is crossing the various biological thresholds that eventually lead to economic decline. One of the first economic indications that pressure on the land is becoming excessive is declining grain production per person. In earlier agricultural societies, population increases were simply matched by those in cultivated area. Grain output per person was stable. When population growth is rapid and there is no new land to plow, expanding the use of modern inputs fast enough to offset the effects of land degradation and to raise land productivity in tandem with population growth is not easy. It comes as no surprise that per capita grain production is declining.

When this happens it is a matter of time until the government translates into a decline in per capita income, and into the need for food imports. Rising food imports contribute to growing external debt. If external debt rises fast enough, it will eventually cross a debt-servicing threshold, beyond which Pakistan can no longer pay all the interest. At this point lenders insist that the unpaid interest be added to the principal, expanding the debt further.

The demographic trap is not easily recognized because it involves the interaction of population, environmental, and economic trends, which are monitored by various ministries and departments. And managers frequently fail to distinguish between triggering events and underlying instability in the population-environment relationship.

Lacking a ground in ecology and an understanding of carrying capacity, all too many economic planners and population policymakers have failed to distinguish between the need to slow population growth and the need to halt it. If societal demands are far below the sustainable yield of natural systems, then slowing population growth is sufficient. But when they have passed these thresholds, the failure to halt population growth leads to deterioration of support systems.

Other countries are moving into uncharted territory in the population-environment-resources relationship. Pakistan cannot remain much longer in the middle stage of the demographic transition. Either it must forge ahead with all the energies at its disposal, perhaps even on an emergency basis, to slow and halt population growth, or it will slide into the demographic trap. At present the government is faced with the monumental task of trying to reduce birth rates as living conditions deteriorate a challenge that may require some new approaches. If it failed, economic deterioration could eventually lead to social disintegration of the sort that undermined earlier civilizations when population demands became unsustainable. (click here to view professional professional profile of Asif J. Mir)Organizational Transformation

A Dehydrated Future is coming

Water resources are declining and different UN reports confirm that serious shortages are occurring soon. Thus we see a future when there will be no or less drinking water.

Access to water is a human right. Current declarations on human rights include basic water needs sufficiently. Basic water rights focus only on water for domestic use, and speak only of amounts of the order of 30-50 liters per person per day. Nonetheless, for many poor people, access to water for productive purposes is a crucial basic need as well. This is because water is a key factor of production in agriculture and for most other forms of economic activity that are vital to the livelihoods and opportunities of the poor.

Some question the wisdom of providing water of drinking quality at great expense, only to have a large share flushed down toilets, to carry waste, where after it is cleaned again for the few that can afford this costly practice. Opinions differ: some water experts advocate ecological sanitation, others dry toilets, some people argue that only bottled water should be of drinking quality and piped water quality should be limited to fit all other use made of it. All these alternative approaches deserve more attention.

Water infrastructure of Pakistan is turning into archaic. Reservoirs are silting up irrigation networks and turning disrepair. Groundwater levels are falling in important aquifers that have contributed substantially to food security in recent years by providing water-on-demand to millions of farmers that tapped them using tube-wells to grow their crops. This situation has impacted adversely causing a serious scarcity of water resources. This scarcity has hit the poor and vulnerable-first and hardest.

Pakistan’s per capita water availability in 1951 was 5,650 which has fallen to around 1,200 cubic meters 1,200 and with current population growth rate, it will be reduced to 1,000 cubic meters by the year 2012. So the hard reality that we as people faced today is that Pakistan in the past fifty years has turned into a water-scarce from a water-sufficient country and the situation continues to go downhill. This is the specimen of a mismanaged case.

Pakistan is the victim of repeated wrong planning of its land and water resources to produce food. All this is due to the pathetic and inert attitude of the technocrats, bureaucrats, politicians and the government as no national policy on water development was framed.

Large-scale development of river and groundwater resources is less acceptable today, for environmental reasons. It is also less cost effective than it was in the 1960-1990 period, when the large majority of the world's 45,000 large dams were built.

Water can be distributed through government institutions or the market. Privatization of water service provision, however, does not imply privatization of water resources. Water is a public good, which should be treated as an economic good where it is used for economic purposes. The public-private sector role nevertheless does not imply the role of multinational companies but the role and significance of the small-scale private sector.

In agriculture, private farmers have been largely responsible for the major investments in groundwater development. This groundwater use has contributed significantly to food production and the creation of wealth in rural areas. But government has failed to elaborate rules and mechanism ensuring that groundwater is used in a way that minimizes the risks of over-use and protects groundwater quality.

Increasing the efficiency in irrigated agriculture can result in large water savings. The UN Secretary General once rightly uttered: We need a Blue Revolution in agriculture that focuses on increasing productivity per unit of water. Indeed, at the farm level, the focus on water productivity in physical terms, crop output per unit of water, is a necessary and useful framework. Likewise, appropriate soil fertility and plant nutrition management can be a way to achieve more crops per unit of water. Water productivity at the basin level must be defined to include crop, livestock and fishery yields, wider ecosystem services and social impacts such as health, together with the systems of resource governance that ensure equitable distribution of these benefits.

For sustainable development, it is clear that better water management should be a means to reduce poverty. Strategies to address water-poverty relationships need to improve the different capabilities of the poor in their battle against poverty. These strategies also need to address the pervasive gender issues in water. Those affected by water problems are too often women, while those deciding on solutions tend to be men. Building gender-equitable capabilities of the poor to manage their water resources should also be at the heart of capacity building in the water sector.

The Provinces should formulate a water supply master plan and continuous planning process to estimate demand for drinking water and identify alternative ways of meeting that demand.

They should also establish and allocate resources to local governments for the preparation of provincial-mandated water supply plans. The Provinces should also enact legislation requiring local governments to formulate and administer comprehensive watershed protection programs in designated future water supply watersheds.

A system needs also to be evolved to promote the adoption of best management practices to minimize agricultural erosion in designated future water supply watersheds by funding and extending existing state cost-sharing programs to those watersheds and by targeting federal, state, and local technical assistance programs to them. A framework also has to be in place to increase technical assistance to local governments to help them prepare and administer watershed protection programs for designated future drinking water sources.

In evaluating alternatives for conjunctive use, water managers should also view ground water as more than a supplement to surface supplies. In particular, managers should assess the value of ground water in optimizing storage capacity, enhancing transmission capabilities, and improving water quality of the system. Asif J. Mir Organizational Transformation

The McWorld raiding the Culture

Today’s global economy has a tendency to insulate consumers from the various negative impacts of their purchases by stretching the distance between different phases of a product’s lifecycle—from raw material extraction to processing, use, and disposal. Yet at the same time, social challenges accompanying economic globalization call for innovative forms of political mobilization across international borders. Shifting to more sustainable patterns of consumption and production worldwide will require pursuing new ground rules in order to forge a global economy based on protecting cultural values.

What we see is the onrush of the economic, technological, and ecological forces mesmerizing peoples everywhere with fast music, fast computers, and fast food—one McWorld tied together by communications, information, entertainment, commerce and especially the culture.

Today, the global spread of McWorld is rapidly bringing the consumer society of USA to the rest of the planet. The globalization of the consumer economy is closely linked with the general economic boom and growth in the movement of goods, services, and money across international borders, which accelerated during the 1990s.

McDonald’s operates 30,000 restaurants in 119 countries and serves 46 million customers each day. Its total revenue was $15.4 billion in 2002. On opening day in Kuwait City, the line for the McDonald’s drive-through was over 10 kilometers long. McDonald's has also spread expeditiously across Pakistan in almost 5 years with 18 restaurants in major cities. Strangely, there is no McDonald’s outlet in Peshawar and Quetta. McDonald’s costs the same in Pakistan as in the US, and given the per capita GDP disparity between the two countries, it is the cheapest food in one country, while being one of the most expensive in the other.

Pizza Hut also operates a chain of outlets in Pakistan and planning further to invest approximately 1 billion rupees in expansion. The money is being used to open 20 new outlets.

Coca-Cola sells more than 300 drink brands in over 200 countries. More than 70 percent of the corporation’s income originates outside of the United States, and its net revenues reached $19.6 billion in 2002.

Meanwhile, corporate strategies focused on boosting consumer demand in Pakistan have lead to increases in purchases of all manner of goods, from cars and televisions to paper and fast food. While it is ethically problematic to suggest that developing countries are not entitled to have the same options for material consumption that have long been taken for granted by western consumers, the global adoption of industrial country–style consumption patterns would place unbearable strains on local cultures.

The 1990s saw the emergence of many important international agreements and commitments embracing the need to transform unsustainable patterns of consumption and production. Agenda 21, the action plan that emerged from the 1992 Earth Summit in Rio de Janeiro, called on international institutions and national governments to promote greater energy and resource efficiency, minimize waste generation, encourage environmentally sound purchasing, and shift toward pricing systems that incorporate hidden environmental costs.

The UN Commission on Sustainable Development has provided a useful annual venue for governments and others to discuss consumption and production issues. The deliberations have produced little concrete action though. There is no voice raised for conservation of social values.

At the 2002 World Summit on Sustainable Development in Johannesburg, South Africa, governments agreed to develop a 10-year framework of programs to accelerate the shift toward sustainable consumption and production. These include offering a better range of products and services to consumers, providing more information about the health and safety of various products, and establishing programs of capacity building and technology transfer to help share these gains with developing countries. The World Summit also generated more than 230 partnership agreements among diverse stakeholders.

The Organization for Economic Co-operation and Development has sponsored a series of meetings and papers aimed at encouraging governments to implement innovative sustainable consumption and production policies.

In all these forums, apart from consumption and production, no emphasis is laid on the issue of social influence. Unfortunately, the limited gains made since 1992 in shifting toward more-sustainable patterns of consumption and production have been largely overwhelmed by the continued global growth of the consumer society. The controversial lifestyle issues continue to haunt.

The breakdown of WTO negotiations in Cancún in September 2003 provided reform-minded governments and activists with an opportunity to push for bringing future trade negotiations into better balance with sustainable development concerns. The way forward, nevertheless, is not yet clear.

Several new initiatives have emerged in the corporate and financial sectors, including the United Nations’ Global Compact, which calls on participating companies to integrate nine core values related to human rights, labor standards, and environmental protection into their operations, and the Equator Principles, which call on leading banks to manage environmental and social risks in their lending operations.

The international trade negotiations can provide opportunities to push for policy reforms needed to promote more-sustainable consumption and production. All the same, WTO rules and negotiations can also be used to protect cultures and social taboos of the host countries of MNCs.

Brands like McDonald’s, Pizza Hut, Pepsi and Coca-Cola are not just cultural aggression but also an expression of power; once America lost its power these will go. It is nonetheless impossible to filter culture. In the past we hated the British raj but gradually adopted its symbols. Today we hate America and don’t want to adopt what we think is its culture. Pakistan must save its own culture to counter the onslaught. There is a need for reform in our culture, but this should not be obfuscated through this hatred or that. The only answer to the American cultural onslaught is the protection of Pakistan’s own culture. www.asifjmir.com